Many individual differences affect consumers in the decision-making process (i.e., what to purchase; when to purchase). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as well as what to purchase. Both face consciousness and...

Many individual differences affect consumers in the decision-making process (i.e., what to purchase; when to purchase). Face consciousness and public self-consciousness affect when in the fashion life cycle consumers decide to purchase, as well as what to purchase. Both face consciousness and...

Purpose – The purpose of this study was to investigate tendency to gossip, self-monitoring and fashion leadership among young adult consumers in two cultures: US and South Korean. Design/methodology/approach – A survey was conducted using a convenience sample of 690 (278 US; 412 Korean)...

This study examines the relationship between fashion leadership, clothing deprivation and satisfaction of Hong Kong young consumers. A survey was carried out with 309 university students and 228 working young people in Hong Kong. Factor analysis with varimax rotation was used to group various...

Purpose – The purpose of this paper is to identify the factors affecting male fashion leadership behaviour. The study examined the effect of fashion consciousness, fashion knowledge, mood enhancement, decision-making confidence and brand switching as the psychological factors. It also included...